Former top adidas executive moves into zero-waste, plastic-free streetwear
A former adidas executive board member and brand president, Eric Liedtke, has established a new streetwear brand with a zero-waste and plastic-free commitment.
Articles made by the company, branded Unless, have therefore been designed to “harmlessly decompose” at end of life, it said.
Mr Liedtke, well-regarded for his sustainability-focused work with adidas, founded Unless alongside peers from adidas, Quicksilver and advertising agency R/GA.
On his latest venture, he teased: “Fashion is arguably the world’s second-largest polluter. And the plastic problem keeps getting worse.
“With Unless, we see a real opportunity for change. An opportunity for a better way. A way driven by cutting-edge innovation married with the desirability of streetwear. An innovative solution for consumers so they can truly feel as great as they look, knowing their choices will have a positive impact on the world.”
Apparel, footwear, accessories and “more” all form part of the nascent company’s remit, with a first drop expected this autumn.
Image: Unless.
